This presentation centers on a user research project conducted in the emerging market of rural India, and how even a small bit of information about real-life users can supplement and sometimes override numbers-driven product development. I’ll outline the origins of the project, along with the planning, execution and findings from this very interesting group of people. The influence the research had on the overall project will be discussed as well. We’ll also have an interactive discussion about the misconceptions we sometimes carry with us into research. We’ll finish up by using the research findings to discuss design ideas for emerging markets.